Case 1. Tyler Pet Foods Inc

Case 1. Tyler Pet Foods Inc - Marketing plan from Marketing...

Info iconThis preview shows pages 1–2. Sign up to view the full content.

View Full Document Right Arrow Icon
Tyler Pet Foods Inc.: TPF; has a unique product out in the market: “Show Circuit Frozen Dog Dinner” - Originally formulated to improve mink coat quality for ranchers; soon jumped to inter-industry use for show dogs TPF execs: noticed that modifications in the packaging of Show Circuit would be necessary to transition from the kennel to market to the household dog foods Total variable costs: $6.37, MSRP: $9 per case; 7% commission to food brokers Consultants: Marketing Ventures Unlimited Question not raised: Will this program establish a place in the market for Show Circuit? o Was the market defined o What position would this product attract in the market? (segmentation) o Distribution channels? o Break even and achieve 15% return on sales? Cost of marketing plan proposal: $250,000
Background image of page 1

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Background image of page 2
This is the end of the preview. Sign up to access the rest of the document.

Unformatted text preview: Marketing plan from Marketing Venture Unltd: -Target Boston; the costliest dog food-First completely balanced frozen dog food available-Accomplish 3 things, using the high price to advantage: o Branding o Keep it at $1 per 15 ounce o Teach public to shop in the frozen section-approx 84% of total dog food sales: from supermarkets; high gross profit margin compared to 18 other supermarket departments-Industry size: $3.5 billion; 10 companies command 40% of it Problems:-Print ad: why so much small texts? Emphasize the product more, maybe with dogs, not solely the product; lacks a strong slogan-Better Homes and Gardens magazine for circulating ads??? Why? Industry-irrelevant-...
View Full Document

This note was uploaded on 01/31/2011 for the course MGCR MGCR 331 taught by Professor Kerklan during the Fall '10 term at McGill.

Page1 / 2

Case 1. Tyler Pet Foods Inc - Marketing plan from Marketing...

This preview shows document pages 1 - 2. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online